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Article
Publication date: 11 January 2016

Zana Knittel, Karolin Beurer and Adele Berndt

The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive…

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5666

Abstract

Purpose

The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands.

Design/methodology/approach

A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants.

Findings

The findings support previous research that identifies four types of brand avoidance, namely, experiential, identity, moral and deficit-value avoidance. However, the study also suggests that an additional type of brand avoidance, namely, advertising avoidance, also occurs. Aspects of advertising that can contribute to brand avoidance include the content of the advertising, the use of a celebrity endorser and the music in the advertising, as well as the response to the advertising. This study thus proposes an expanded framework of brand avoidance.

Research limitations/implications

This study has found support for the existing types and reasons impacting brand avoidance but suggests that advertising may also impact brand avoidance. This is an aspect that requires further research.

Practical implications

For marketing managers, the findings suggest that not only can product experiences result in brand avoidance, but that advertising may be a further reason for this phenomenon.

Originality/value

While there has been a great deal of attention on the positive aspects of brands, research on the negative aspects has largely been ignored. Further, the identification of advertising as a reason for brand avoidance is also suggested.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 1
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 31 October 2018

Mohammad Saud Khan, Djavlonbek Kadirov, Ahmet Bardakci, Rehan Iftikhar, Tamer Baran, Murat Kantar and Nazan Madak

The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey.

Abstract

Purpose

The purpose of this paper is to investigate the perceptions of food anti-consumption in fast growing markets within an emerging economy context of Turkey.

Design/methodology/approach

Recently posted customer comments, complaints and suggestions related to the selected fast-food chains were examined from the following domains: Facebook, Instagram, Twitter and Sikayetvar.com. These comments were reviewed, assessed and classified by four trained independent raters. After examining the comments one-by-one the raters arrived at the final (triangulated) decision regarding the comment’s category after an iterative process including cross-examination.

Findings

Reasons for fast-food avoidance were primarily linked to customers’ negative past experiences (experiential avoidance). Identity avoidance, moral avoidance and interactivity avoidance.

Originality/value

The paper adds to the anti-consumption literature by examining the food avoidance framework of Lee et al. (2009) in an emerging market context. New categories were identified for reasons of food avoidance which have not been identified before in the anti-consumption literature such as interactivity avoidance.

Details

British Food Journal, vol. 121 no. 1
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 11 March 2019

Adele Berndt, Daniel J. Petzer and Pierre Mostert

The purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product…

Abstract

Purpose

The purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers.

Design/methodology/approach

Because of the exploratory nature of the study, the critical incident method and semi-structured interviews were used to achieve the purpose of the study.

Findings

The findings suggest that five types of brand avoidance, as identified in studies involving product brands, can be identified as impacting service brands. In addition, the findings show that advertising avoidance should be expanded to communication avoidance because of the multifarious communication influences that were identified. The study proposes a framework to deepen the understanding of the types of brand avoidance affecting service brands.

Research limitations/implications

Since the different types of brand avoidance previously identified are also evident in a services environment, service providers should develop strategies to deal with the different types of service brand avoidance. The findings are broad in scope because of the exploratory nature of the study, and a detailed analysis of each type of service brand avoidance is still required.

Originality/value

This paper focuses on the various types of brand avoidance and their manifestation in the services context. The study contributes by showing that the broader concept of communication, not only advertising, should be considered when studying brand avoidance in a service context.

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Article
Publication date: 7 March 2019

Raphael Odoom, John Paul Kosiba, Christian Tetteh Djamgbah and Linda Narh

The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical…

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1113

Abstract

Purpose

The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations. Therefore, this paper aims to draw on existing conceptualisations to provide a theoretically grounded yet practically oriented scale for examining brand avoidance and its protocols.

Design/methodology/approach

The study uses a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale. Partial least squares structural equation modelling is used to analyse the data through a systematic formative measurement approach

Findings

This paper finds brand avoidance to be a multidimensional, second-order construct with five first-order dimensions: moral avoidance, identity avoidance, deficit–value avoidance, experiential avoidance and advertising-related avoidance. The paper further validates this scale by testing with non-purchase intention and identifies its positive relationship with brand avoidance.

Originality/value

This study fulfils the calls in the literature to provide a measurable scale for studying negative brand phenomena in consumer–brand relationship research.

Details

Journal of Product & Brand Management, vol. 28 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 November 2013

Tore Strandvik, Anne Rindell and Kristoffer Wilén

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical…

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4338

Abstract

Purpose

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance.

Design/methodology/approach

A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans.

Findings

The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent).

Practical implications

The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers.

Originality/value

The ethical consumers' views represent new insights into understanding brand avoidance.

Details

Journal of Product & Brand Management, vol. 22 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 14 April 2014

Anne Rindell, Tore Strandvik and Kristoffer Wilén

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical…

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5994

Abstract

Purpose

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance.

Design/methodology/approach

A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans.

Findings

The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent).

Practical implications

The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers.

Originality/value

The ethical consumers' views represent new insights into understanding brand avoidance.

Details

Journal of Product & Brand Management, vol. 23 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 29 March 2011

Melike Demirbag Kaplan and Yusuf Cem Kaplan

Anti‐consumption is a new domain of research that deals with why individuals avoid consumption of particular products. To date, research in this area is only confined to…

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510

Abstract

Purpose

Anti‐consumption is a new domain of research that deals with why individuals avoid consumption of particular products. To date, research in this area is only confined to the rejection of goods, with no evidence from the services industry. The purpose of this paper is to explore the extent of anti‐consumption behaviour for public health services, by deriving data from Swine Flu vaccination resistance in Turkey.

Design/methodology/approach

The research employs a factor analysis method based on data collected from 519 individuals.

Findings

Findings suggest that there is a strong anti‐consumption attitude of the Turkish public towards the service, and a major reason for avoidance was moral incompatibility, such that the public believed that the vaccination served the interests of pharmaceutical companies and the government. The findings also reveal that all the factors previously mentioned in the literature may be involved in the anti‐consumption of public health products.

Originality/value

This study suggests that public products, including public health services, are highly subject to anti‐consumption movements, and policies involving such products should also be considered from this perspective in order to provide an increased welfare for the public.

Details

Management Research Review, vol. 34 no. 3
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 20 March 2017

Sabrina M. Hegner, Marc Fetscherin and Marianne van Delzen

The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and…

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5353

Abstract

Purpose

The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.

Design/methodology/approach

A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.

Findings

Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation).

Originality/value

This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 22 December 2020

Oula Bayarassou, Imene Becheur and Pierre Valette-Florence

This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…

Abstract

Purpose

This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes.

Design/methodology/approach

Data are collected from an online survey of a French representative consumer panel where participants were asked to cite a particular brand they hate, and then assess the different constructs tested in the model. Partial least squares structural equation modeling was used for data analysis.

Findings

The study sheds light on the possible mediators and moderators of brand hate. Particularly, brand betrayal is hypothesized as a mediator between fallacious character of the brand and brand hate. Moreover, the study assesses the impact of narcissism on the relationship between brand hate and desire for avoidance and revenge. Findings show that active brand hate leads to a desire for revenge, whereas passive brand hate positively influences desire for avoidance. Finally, the current research suggests that consumer narcissism fuels desire for revenge on the brand.

Originality/value

To the authors’ knowledge, this study is the first to integrate brand personality (the fallacious character of the brand) and consumer personality (narcissism). The study describes the mechanism through which brand transgressions activate two response routes to brand hate associated with the desires for revenge and avoidance.

Details

Journal of Product & Brand Management, vol. 30 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 9 November 2018

S. Umit Kucuk

This study aims to discuss the antecedent roles that corporate social responsibility and consumer complaints perform in consumer brand hate and anti-branding activities.

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1387

Abstract

Purpose

This study aims to discuss the antecedent roles that corporate social responsibility and consumer complaints perform in consumer brand hate and anti-branding activities.

Design/methodology/approach

The reasons for the existence of anti-brand websites and how they operate in dynamically changing digital platforms are discussed with a literature review and data analysis.

Findings

The findings of this study reveal that there is a direct link between consumer dissatisfaction and brand hate, and that there is a partially mediating impact by customer dissatisfaction and corporate social responsibility on consumer brand hate.

Originality/value

This study is the first-of-its-kind investigation of the relationships that might exist among corporate social responsibility, consumer complaints and dissatisfaction, consumer anti-branding and brand hate with macro-level indicators. The study is the first of its kind to test macro-level brand hate measures with a set of longitudinal analyses.

Details

Journal of Consumer Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0736-3761

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